International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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A Comparative Study Of Traditional Vs Digital Advertising Effectiveness

Author(s) Mr. Narendra Prabhu, Prof. Anitha BM D 'Silva
Country India
Abstract This research compares the effectiveness of traditional and digital advertising mediums in contemporary marketing environments. A comprehensive survey of 250 respondents across diverse demographic segments examined consumption patterns, trust dynamics, engagement metrics, and return on investment perceptions for both advertising approaches. Statistical analyses included Pearson's correlation, Spearman's rank correlation, and linear regression models processed through Jamovi software. The findings reveal that digital advertising holds a significant preference advantage, with 50.8% of respondents favoring digital formats compared to 28.4% preferring traditional media. Targeting precision for digital channels was (70.8% agreement) and cost effectiveness (75.2%) better. Nevertheless, television (40.8%) and print media (19.6%), as well as other digital platforms, resonated much more with consumers as more trustworthy mediums as compared to the digital advertising. Significantly, correlation analysis rebuts common demographic assumptions, particularly that age has no relationship to advertising preferences (rs=-0.011, p=0.861). 37.2% of respondents reported that television is an option for advertising and 31.6% said social media.
Keywords Advertising Effectiveness, Digital Marketing, Traditional Media, Consumer Engagement, Integrated Marketing Communications
Field Business Administration
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-06-14
DOI https://doi.org/10.36948/ijfmr.2025.v07i03.47962
Short DOI https://doi.org/g9qqd9
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